Desafios e oportunidades na inserção de uma empresa financeira pública nas redes sociais

• Autor(a) principal: Tomaz, Luiz Claudo Monteiro
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/14973
• topic: Public organization; Organizational culture; Social networks; Empresa pública; Cultura organizacional; Redes sociais; Facebook; Administração de empresas; Empresas públicas; Cultura organizacional; Redes sociais; Facebook (Rede social on-line)

This research aims at understanding the process of adaptation of a financial public organization in the social networks environment, more specifically, the Facebook. Some of the topics developed throughout the research were: what motivated the whole process, the challenges faced, the opportunities found and the possibilities of improving the virtual interaction. Another important aspect of this work was the employees’ perception on the implementation, follow up and maintenance of the Asmaluan’s web page on the above mentioned virtual platform. The data collection extracted via well detailed interviews and analyzed by content analysis techniques identified specific rules and procedures in regards to the employees’ behavior connected to the company’s organization culture and evidenced typical difficulties of a bureaucratic company – according to the literature on organizational culture as well as on the Brazilian public service. Besides those difficulties, the comprehension of the importance of the implementation, planning and doing of the activities which are natural and 'imposed' by the social networks concerning the company being studied in addition to the bibliography which supported the whole research pointed to the relevance of entering a new scenario of technological innovations brought by the internet, which influences the way clients and Organizations interact